Is the Entire Trump Campaign Just a Revenue-Generating Marketing Ploy?

You can say a lot of negative things about Donald J. Trump, but he can never be accused of not being a business opportunist. As this election cycle painfully swirls to a close, Trump has cleverly set himself up for his next income stream, whether he’s in the White House or not.

From 2011 to 2015, Trump’s social media presence gains momentum and realizes that if he “gives people what they want” he gets more “likes.” His brand continues to build momentum.

The, in June 16, 2015, The Donald formally announces his candidacy for president.

  • A week later, NBC dumps two of his income-producing TV shows — The Apprentice and Miss USA.

As November 8th looms ever closer, Trump is heavily leveraging his new-found brand status with 12.7 million Twitter and 4.4 million Facebook followers. Plus, he now knows he’s a proven ratings magnet as he can boast that 2 out of 3 of his presidential debates were the most-watched debates ever.

So naturally, this week TrumpTV launched, with “Live From Trump Tower” — attracting 8.7 million cumulative views. Pretty attractive numbers for many advertisers … or are they?

With all of his controversial remarks during the election cycle, is Trump a brand that other brands want to be associated with? While Trump may be a calculated brand marketer, and he ended up with millions of brand evangelists, will he be able to parlay that into a large revenue stream? Has his brand awareness campaign backfired?

The travel booking site Hipmunk, reported that stays for Trump properties are down 60 percent for the first half of 2016, and the new Trump International Hotel has cut its room rates.

Ultimately, only time will tell. One thing is for sure: His presidential run netted him millions of dollars of free media coverage which in turn boosted his brand awareness globally, and cemented his relationship with his loyalists. If he can find the right product to take advantage of that achievement with those supporters, he’ll, once again, be a billionaire.

Author: Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

2 thoughts on “Is the Entire Trump Campaign Just a Revenue-Generating Marketing Ploy?”

  1. Interesting idea. I have kinda been kicking it around also. Especially sense I’ve read some of his books and followed him a bit, makes sense

  2. When you’ve launched somewhere on the order of 500 companies, some of them are going to fail. If they don’t, you haven’t taken enough chances.
    Trump isn’t in financial difficulty. If he were, he couldn’t have sunk all of that money of his into the campaign. Also, running for President and losing has never been a successful marketing tactic. In fact, running for President and winning would cost him big time because he wouldn’t have time to be involved in his many businesses.
    Sorry, but I think you’re stretching things a bit this time, Carolyn.

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